Presentation on theory and application of a model of public relations measurement and evaluation. Presented at the International Public Relations IPRA conference, Lima Peru September 2013
PR manages “reputation” (which is not a recognized business metric), tends to align itself to executives instead of business lines (hence a reduced level of respect among business execs), has a reputation for spinning that mitigates its effectiveness with the media (its primary function), and cedes brand and business impacts to marketing. At the same time (and maybe by extension), PR research measures functional things -- impressions and tonality -- and goes to some lengths to impute brand and business results from the content data, but widely fails in achieving buy-in from business execs. Against that backdrop, I believe we need to focus on tactical (consumer-based) and strategic (business-based) approaches – both in PR and in the research. One can’t move forward without the other. Here’s the kicker – and if you write an article on this, I’d like to be a co-author. Communication in the form of news and word-of-mouth drives consumer perceptions in a way ads never could. That becomes even more obvious in a digitized world where we can more easily gauge the reach and resonance of information. Communication will evolve quickly in this digitized world as companies seek to exploit this new mass channel that bypasses the newsroom. Marketers have recognized this, and in large part seized the social media channel before the PR folks did. Looking ahead, if PR does not stake a claim that goes beyond its functional role, marketing will push beyond its new social media beachhead into other roles that traditionally had been the domain of PR. Effectively, PR will be displaced by more tactical approaches to communication, in its various forms – marketing communication, investor relations, business communication, organizational communication. PR will be dead. It may already be chronically ill.
Activities: Actions directly taken and under the control of public relationsOutputsCommunications generated that may reach target audience membersThis is NOT influence … this at best potential for influenceReceptionHow target audience members handle, manipulate, or are involved with communicationsWhen you hear talk of engagement, it is often applied to this section of the communications cycle.OuttakesCognitive changes in target audience awareness, knowledge, understanding, perceiving, intending, believing, etc.This is where “influence” occurs …This is where “engagement” occurs …Outcomes or business resultsActions target audience members take (or do not take) due to communicationsContribution to building organizational value
Usually immediately visibleCompletely under control of the PR team or agencyCounting PR activitiesPress materials generatedWeb materials generatedEvents organizedBriefings
Is you message available to audiences?Counting the immediate results of PR activitiesTraditional and social media measurementInformation available for target audience members to process; the precursors to attitude and belief formationCorrelate with activities
How target audience members handle, manipulate, or are involved with communications outputs
What we want target audience members to know, understand, perceive, or believeMeasures of awareness, attitudes, credibility, understanding, perceptions, and beliefsSurveys among target audiencesThe precursors to actionCorrelate or establish causal linkages with activities and outputs
Actions we want target audience members to take (or not take)Specific behaviors by target audience members to support goals such as visiting, purchasing, loyalty, recommending, advocacy, voting, signing a petitionPrecursors to business valueCorrelate or establish causal linkages with activities, outputs, engagement, and outtakes
Actions we want target audience members to take (or not take)Specific behaviors by target audience members to support goals such as visiting, purchasing, loyalty, recommending, advocacy, voting, signing a petitionPrecursors to business valueCorrelate or establish causal linkages with activities, outputs, engagement, and outtakes
Influence 1 occurs before attitude change. This involves exposing people, or potentially exposing people, to information. This can be measured, though it is a stretch to say anything more than this refers to getting a piece of information into someone's hands via Twitter, via real word of mouth, or any other channel. This can be measured in social media, but this does not answer the question of whether this information receipt is meaningful. Influence 2 is the result of an individual receiving, processing, and understanding information … and potentially changing the state of awareness, understanding, perceptions, opinions, attitude, or relationship (in the Grunig sense).
Influence 1 occurs before attitude change. This involves exposing people, or potentially exposing people, to information. This can be measured, though it is a stretch to say anything more than this refers to getting a piece of information into someone's hands via Twitter, via real word of mouth, or any other channel. This can be measured in social media, but this does not answer the question of whether this information receipt is meaningful. Influence 2 is the result of an individual receiving, processing, and understanding information … and potentially changing the state of awareness, understanding, perceptions, opinions, attitude, or relationship (in the Grunig sense).
Media information alone can be used to accurately, reliably predict corporate reputation➜Media play the primary role in shaping public opinionInformation half-life near zero➜Public reacts to pieces of information, then moves on to the next piece➜Repetition is criticalAny media channel can be used for prediction➜Information flow among media channels is rapid.Sentiment does matter➜Sentiment alone predicts reputation, though message-level analysis is desirable.Positive stories have twice the impact of negative storiesModel is robust➜Automated sentiment analysis in untrained mode works.➜Representative media sample is sufficient, even if incomplete.
All time trends are similar, except AP news wire.Slow decline in positive and slow increase in negative through all of 2009.First, this suggests that the negative information in the blogs beginning September 2009 did not have a major impact on predictions of opinion. Second, in an industry where recalls are a regular occurrence, the initial Toyota recall of 3.6 M vehicles did not have a negative impact on Toyota reputation.After the crisis subsided, gradual increase in positive and decrease in negatives.
How many of you have talked about predictive analytics?
How many of you have talked about predictive analytics?